How Customer Development fuels product development in SaaS, E-commerce and Mobile
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Transcript of How Customer Development fuels product development in SaaS, E-commerce and Mobile
What is Customer Development
Get out of the building. Steve Blank
• Who your customers are • What problems and needs they have • How they are currently behaving • Which solutions will they give their money for (even if
the product is not live yet) • How to provide solutions in a way that works with how
your customers decide, buy and useLean Customer Development.
Cindy Alvarez
Acquisition
• Connect with customers early • Landing page - collect emails • Sign up - talk to every customer in the beginning • Onboarding flow • Qualaroo surveys give you customer insights
Activation
• How successful your customers first experience was • Mixpanel analytics to track the events
Revenue
• Payment • Founder/Product person email: Hi Mike,
Glad to have you on board and thanks for paying! Can we talk to discuss you needs further?
Thanks, Anna
Customer Development for Marketing
• Use your audience wording Copy that speaks • Be where your audience hangs out Promotion channels
E-commerce Boommy.ru
Two-sided marketplace
• Guerilla tests - watch them
walking through your flow and get lots of insights
• Place where the target audience representatives hang
out: coffee shop
E-commerce Boommy.ru
Two-sided marketplace
• Usability tests: invalidate your designer assumptions
• Hint: Shut up and listen • Place: Places where your target audience hangs
out
E-commerce Boommy.ru
Two-sided marketplace
• Urgency matters • Get their phone number - Experience the product -
Collect invaluable feedback • Call users in 5-30 seconds after they experience
your product/feature
Customer Development in SaaSSplitMetrics.comA/B testing and analytics for the App Store
• Connect on Linkedin=> Get your target audience
touch the product early • Soundcloud were the SplitMetrics early adopters
and helped build it from scratch
Watch your funnel!
• Customer identity analytics is the core part of
customer development. • Slice your audience and find those who
successfully go through the funnel and those who don’t.
• Just ask them one simple question: Why?
Mobile
• User testing: get real users touch your app wireframes
prototype even before designing it or coding.
• Define user segments • Competitive analysis: what
they love/don’t like/hate/irritated about?
• Backlog for the next version
Resources1. Introduction • Lean Customer Development by Cindy Alvarez. The complete guide to customer
development. • UX for Lean Startup by Laura Klein. Design Qualitative Validation
2. Validation • Running Lean by Ash Maurya. Building a sustainable business model - core interview types • The Entrepreneur’s guide to Customer Development by Brant Cooper (short version of the 4
Steps to Epiphany - optional, part of it is covered in Running Lean)
3. How-to Articles Lists • 26 Resources to Help You Master Customer Development Interviews Hacks and tricks https://
blog.kissmetrics.com/26-customer-development-resources/ • Top tips to get started with user research List of must-reads - https://userresearch.blog.gov.uk/
2015/03/18/so-youre-going-to-be-a-user-researcher-top-tips-to-get-you-going/
4. Source • Customer Development Theory The whole “Get out of the building” theory by Steve Blank - 4
Steps to Epiphany
5. Interview Questions • How to maintain neutrality: https://sensible.com/downloads/things-a-therapist-would-say.pdf • Rocket Surgery Made Easy: The Do-It-Yourself Guide to Finding and Fixing Usability Problems
by Steve Krug
Thank you!Anna Maistrenka
https://www.facebook.com/annnette https://www.linkedin.com/in/amaistrenka